A journey so diverse that JJ Valaya delves into the poetic souls of historical opulence with his new haute couture collection, Muraqqa. With an endeavour to showcase the world of Valaya while embracing timeless yet classic modernity, the haute couture show will steal hearts on 29th July 2024 in New Delhi.
Presenting a blend of rich textiles, fine craftsmanship and elegant detailing, JJ Valaya shares with News18 about the inspiration behind the Muraqqa collection, designed for the modern Indian woman and why her designs will always be rooted in history, yet designed for today. The statement ensembles will be adorned with luxurious jewellery from ISVARI of Jalandhar Jewellery House.
For India Couture Week 2024, what is the motivation behind showcasing Muraqqa, inspired by the three capitals of Islamic art?
Our new collection, Muraqqa, is inspired by the beautifully decorated albums of the Islamic world, which were used to collect poems, paintings and art treasures. This collection pays homage to the art capitals of Isfahan, Istanbul and Delhi by reimagining their rich cultural essence in a modern context.
Just as traditional Muraqqa albums combined various artistic elements, our collection fuses the legacy of these civilizations with a contemporary style. It connects the past and the present, celebrating the beauty of Islamic art in a new way that resonates with today’s audiences. This is our new Muraqqa: a fashion album that tells the story of these great cultural capitals.
How many pieces will be on display on the catwalk and will there be a particular flow in which the collection will be shown?
There will be 66 pieces in total, including menswear, womenswear and 3 haute couture masterpieces. The collection tells a coherent story, showing how months of hard work come together in a 20-25 minute presentation.
In your words, how would the collection resonate with the modern Indian woman?
Over the years, I have remained true to our distinctive identity. We have a unique DNA that reflects a clear principle: I see myself as a nomad who holds on to the past, finds treasures and reinterprets them for the present. We prioritise quality and cater to the modern Indian woman – intelligent, sophisticated, well-travelled and exposed to luxury. We have set a path for interesting men and women who believe in our brand and support us, just as we support them.
Does history take over JJ Valaya’s design language in this collection?
As an artist and designer, my goal is to connect the past and present through fashion. We rediscover historical treasures and reinterpret them using India’s rich crafts such as embroidery, printing, dyeing and weaving. By combining these traditional elements with modern design, we create pieces that resonate with today’s audiences. This approach honors our cultural heritage while keeping it fresh and relevant.
A respected fashion house must innovate while preserving tradition, creating pieces that are both timeless and modern. If we fail to strike this balance between art, craftsmanship and contemporary appeal, we are failing in our role. Our commitment is to continually push these boundaries, ensuring that each collection is an exciting new take on our aesthetic, rooted in history but designed for the present.
Silhouettes and color palette that you have introduced in this collection that celebrates JJ Valaya haute couture.
Our approach to creating collections is about evolution, not revolution. We create timeless pieces, like exquisite rugs that remain beautiful across generations. While our primary mission is to create beautiful things, novelty comes from subtle changes in design, colors, and techniques. We are not interested in trends or fads. JJ Valaya is a style brand dedicated to beautiful clothing and home decor – that is our essence.
Our latest collection, Muraqqa, reflects this philosophy with our signature colours, luxurious fabrics such as silks and velvets, intricate prints and renowned embroideries. We aim to create pieces that will be cherished now and for years to come, celebrating enduring beauty over passing trends.
What should we expect from JJ Valaya's world this season?
I believe in making the most of our lives. My philosophy is to embrace luxury, timelessness, style and individuality. These are not just ideals – they guide the way I live and work. I aim to create and promote experiences that reflect these values, encouraging others to live with purpose and style.
